Sustainable high-end tourism from Coursera

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Syllabus

Sustainable high-end tourism

In this course we will have a look at high-end tourism and its specificities. We will have a look at the main elements in the sustainability aspect of delivering that service. We will also have a look at how a customer looks at those elements. Because the client's perspective is essential. Once we know that, we will have a look at how customers experience those products and services and how we manage them. Because lest we forget working in managing high-end tourism is all about creating that added value for the customer, for the personnel, and for those companies. Therefore, the course is structured into five main modules:
1. Introduction to high-end tourism
2. High-end tourism and the three pillars of sustainability
3. Customer insight in sustainable high-end tourism
4. Marketing sustainable high-end tourism experience products and services
5. Operational management of sustainable high-end customer experience

Introduction to High-end Tourism

This week is dedicated to exploring the concept of luxury, its evolution throughout history, and its connection to societal changes, from symbolizing status and power to becoming a means of self-expression. We'll delve into how luxury tourism has developed, from the exclusive Grand Tours of the past to the democratization of luxury experiences today. We’ll discuss the changing perceptions of luxury in contemporary society. Luxury is no longer solely about owning rare items but about experiencing pleasure and emotion. We'll explore how luxury experiences are reshaping the traditional concept of value creation and discuss the subjective nature of what constitutes luxury. At the end, we'll delve deeper into the role of human interaction in luxury tourism. We’ll examine how staff selection, continuous training, and personalized service contribute to customer satisfaction. We'll discuss the dynamic and personalized nature of luxury experiences co-created by customers and staff.

High-end tourism and the three pillars of sustainability

This week is dedicated to the study of sustainability and its connections with the high-end tourism sector. In this module we will try to give answer to the following questions: What is sustainable development and how can it be implemented in the field of tourism? What are the three main pillars of sustainable tourism? In the specific case of high-end to tourism, what actions can be done in order to have a more sustainable luxury tourism? In this case, we will pay specific attention to the Global Sustainability Council Criteria for sustainable tourism as an example of a set of actions that can potentially be implemented at any high-end tourism company.

Customer Insight in Sustainable High-end Tourism

The rising purchasing power and standard of living have promoted the rapid growth of the global luxury travel market over the past few years. Sustainability is also an important element which has become a relevant issue for the luxury tourists. Therefore, customer insights of luxury tourists are drawing increasing attention from hospitality and tourism academics and practitioners. During this week, the student will become acquainted with the definitions, benefits, and various types of customer insight in the context of sustainable high-end tourism. He or she will learn the fundamentals of various customer insight tools and methods related to customer insight, consumer behaviour, and trends from a sustainable high-end tourism perspective. The student will comprehend the significance of the value of the sustainable high-end tourism product for the customer. He or she will be familiar with customer-driven marketing best practices and success stories.

Marketing sustainable high-end tourism experience products and services

This week will introduce you to the sustainable high-end tourism promotion and marketing, as well as its environmental and economic impact. The student will learn about the sustainable high-end marketing concept and why it is appealing to tourism enterprises and operators; what is the sustainable marketing mix and how it applies to high-end tourism; also, what are the sustainable high-end tourism marketing tools and strategies that can be useful for local business development. The students will learn about international communication in the high-end tourism sector and will know the Dos and Don’ts in international communication, as well as the importance of foreign languages in promoting sustainable tourism. Finally, IT tools for more efficient marketing will be examined and the learners will be introduced briefly to the internet/online/web marketing, e-mail marketing; and social media marketing.

Operational Management of sustainable high-end customer experience

High-end services within the field of international services are challenging due to their temporal nature and constant search for excellence. In this module we will have a look at those challenges and finding answers to whatever the customer throws at you. Integrating the approaches within field of service management, i.e., service design etc., one can identify four important issues: performance measurements systems in service firms, managing innovation in a service environment, managing services across national boundaries and of course defining a service (concept) strategy. In this module we will have a look at each of those issues through video, presentations and a syllabus text that should make you able to tackle pitfalls within the field of operational management of high-end tourism.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines three pillars of sustainability: ecology, economy, and society, which is crucial for reducing negative impacts on environment and local communities

Introduces the concept of luxury, its history, evolution, and its societal impact, which enhances understanding of the high-end tourism industry

Led by a team of experienced tourism professionals, including Nestor U. Salcedo, Teija Tekoniemi-Selkälä, Arena Yañez Gago, and others, who bring valuable industry insights

Covers a range of topics related to sustainable high-end tourism, including marketing, customer experience, and operational management, which provides a comprehensive understanding of the field

Examines customer insights and their impact on product and service offerings, which helps businesses meet the evolving needs of high-end tourists

Requires students to have a basic understanding of the tourism industry and sustainability, which may limit accessibility for complete beginners

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Sustainable high-end tourism with these activities:

Read "Luxury and Sustainability: Challenges and Opportunities"

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Develop a deep understanding of the complex relationship between luxury and sustainability to excel in the sustainable high-end tourism sector.

View Luxury Brand Management in Digital and... on Amazon

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Read the introduction and first chapter to gain an overview of the book's main arguments.
Summarize the key challenges and opportunities presented by sustainable luxury tourism.
Identify the authors' recommendations for integrating sustainability into luxury tourism operations.

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Career center

Learners who complete Sustainable high-end tourism will develop knowledge and skills that may be useful to these careers:

Luxury Travel Agent

Luxury Travel Agents help clients plan and book high-end travel experiences. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the luxury tourism industry. The course also covers topics such as customer service and marketing, which are essential for success in this role.

See salaries and explore the career path for Luxury Travel Agent

Risk Manager

Risk Managers are responsible for identifying and managing risks for a company. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the risk management industry, including the specific needs of high-end companies. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Corporate Social Responsibility Manager

Corporate Social Responsibility Managers are responsible for developing and implementing corporate social responsibility programs for a company. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the corporate social responsibility industry, including the specific needs of high-end companies. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

See salaries and explore the career path for Corporate Social Responsibility Manager

Sustainability Manager

Sustainability Managers are responsible for developing and implementing sustainability programs for a company. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the sustainability industry, including the specific needs of high-end companies. The course also covers topics such as customer service and marketing, which are essential for success in this role.

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Environmental Health and Safety Manager

Environmental Health and Safety Managers are responsible for developing and implementing environmental health and safety programs for a company. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the environmental health and safety industry, including the specific needs of high-end companies. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Compliance Manager

Compliance Managers are responsible for ensuring that a company complies with all applicable laws and regulations. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the compliance industry, including the specific needs of high-end companies. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Sustainable Tourism Consultant

Sustainable Tourism Consultants help businesses and organizations develop and implement sustainable tourism practices. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of sustainability in the tourism industry. The course also covers topics such as customer service and marketing, which are essential for success in this role.

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Sales Manager

Sales Managers are responsible for leading and managing a sales team to achieve sales targets. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the sales industry, including the specific needs of high-end products and services. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Business Development Manager

Business Development Managers are responsible for identifying and developing new business opportunities for a company. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the business development industry, including the specific needs of high-end companies. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Public relations manager

Public Relations Managers are responsible for managing the public image of a company or organization. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the public relations industry, including the specific needs of high-end brands. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Marketing Manager

Marketing Managers are responsible for developing and implementing marketing campaigns to promote products or services. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the marketing industry, including the specific needs of high-end brands. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Hospitality Manager

Hospitality Managers are responsible for the day-to-day operations of a hotel, restaurant, or other hospitality establishment. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the hospitality industry, including the specific needs of high-end guests. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Event Planner

Event Planners are responsible for planning and coordinating events, such as weddings, conferences, and corporate events. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the event planning industry, including the specific needs of high-end clients. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Tourism Operations Manager

Tourism Operations Managers are responsible for planning, directing, and coordinating activities within a tourism organization. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the tourism industry, including the specific needs of high-end tourists. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

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Destination Management Organization (DMO) Executive

DMO Executives are responsible for developing and implementing marketing strategies to attract tourists to a specific destination. This course may be useful for those who wish to enter this field, as it provides a comprehensive overview of the tourism industry, including the specific needs of high-end tourists. The course also covers topics such as sustainability and customer service, which are essential for success in this role.

See salaries and explore the career path for Destination Management Organization (DMO) Executive